Ev Williams definition of social media: Media for which the consumerâ€™s relationship with the creator is relevant for understanding or value.
If you donâ€™t know the people, or donâ€™t care, itâ€™s probably not social media. Itâ€™s just media. It doesnâ€™t matter if itâ€™s created by an individual or a corporation.
Whatâ€™s more, when companies use social media…well, theyâ€™re not. They may be using platforms that are primarily used for social media (like Facebook) or platforms that are used for social media, among other things (like Twitter), but that doesnâ€™t make the companiesâ€”or their mediaâ€”social.